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Advertising has been one of
the oldest and highly used
components of the promotional mix of any organization. Philip Kotler
defines advertising as, "Any paid form of non-personal presentation
and promotion of ideas, goods or services by an identified
sponsor". Earlier, advertising was the most prominently used tool
of promotion. Despite the emergence of various
below-the-line promotional activities, advertising on mass media still holds
its importance. Advertising is estimated to be a more than
$500 bn industry worldwide. In India, the size of advertising industry
is estimated to be around Rs. 20,000 cr which is growing at a rate of
15% annually.
According to Kotler, there are three main objectives of
advertising: Inform, Persuade and Remind. Informative advertising informs
the consumer about the product features, usage and pricing. It
also tries to reduce consumer fear and builds the image of the
company. Persuasive advertising tries to build brand preference and
encourages the consumer to either buy your products or switch
from competitor's brand to your brand. They also persuade the consumer
to buy the products immediately. Reminder advertising has
the objective to remind the consumer about the utility of the product
in the near future and maintaining a top of the mind awareness
during off season.
Various tools used for advertising are
newspapers, television, direct mail, radio, magazines, outdoor and
Internet. All these tools have their advantages and disadvantages.
This article throws light on the usage of television as an advertising tool
in the Indian education industry. Although, TV advertising is a
very new phenomenon in the Indian education industry, it is picking
up pace slowly. The article will discuss the nature and history of
Indian education, with special reference to higher and professional
education only, followed by a detailed analysis of current level of
TV advertisement in the sector.
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